In Prescott, AZ, the economic downturn, coupled with a diminishing number of tourists, prompted the board of directors of the Prescott Downtown Partnership to assess what they might do to help ensure that the downtown area weathered the economic decline with minimal impact on businesses.
Pat Forrest, manager of the Downtown Partnership notes in the February issue of Downtown Promotion Reporter that initially, the board put forth the idea of a co-op advertising campaign in concert with local businesses and CableOne Television.
As dialogue progressed, however, the board concluded that while it is critically important in slow times to expand marketing efforts, businesses had fewer dollars to dedicate to marketing.
Thus, the board agreed to totally fund a three-month television marketing campaign, at a cost of $5,000. The campaign focused on encouraging locals to support historic downtown, and its central message was: "Rediscover historic downtown, Prescott's crown jewel."
Prescott is just one of many downtown communities facing the economic downturn with creative marketing approaches.
